The timing couldn’t have been better as we found Avinash Kaushik’s post on multi-channel attribution and how companies should be utilizing it.
That’s when we realized that on an average, a user has at least three touchpoints with the website before signing up for the product. The marketing automation tool we were using, at that point of time, gave us the first click/interaction channel data. To solve this data discrepancy, we had to consider first click/interaction of the user with the website. The digital channels’ interface did not consider other touchpoints with the website while Google Analytics worked with the last click attribution. In mid-2012, we started expanding our scope to more digital channels such as social media platforms.Īs good marketers, we all know through painful experiences that the Google Analytics numbers never match with other dashboards. When we began, there was only one channel we invested in – Google Adwords.
This means we had numerous digital channels contributing to website traffic. “First click attribution is akin to giving my first girlfriend 100% of the credit for me marrying my wife.” – Avinash Kaushikĭigital marketing has always been a core marketing function at Freshworks.
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